--- title: "Primary test metrics conclusions" slug: "primary-test-metrics-conclusions" abstract: "Description of the Primary test metrics conclusions report in the Analytics section of Sitecore Discover Customer Engagement Console (CEC)." --- # Primary test metrics conclusions The *Primary test metrics conclusions* report presents the results of analyzing the split test results using various primary test metrics. ![Screenshot of the Primary test metrics conclusions report.](https://doc.sitecore.com/api/markdown-image/discover/en/users/discover-user-guide/images/discover_anal_dqual_st_ptmr.png) In this tabular report, for every primary test metric, you can see the percentage differences in their values between widget variations, and the conclusion reached on analysis. To export data, click ![Additional options]() and then click **Export Data**.

Metrics and KPIs

 In the reports, attributed metrics and KPIs represent records that reflect the type of visitor interaction to which they are attributed. For example, a click-assisted metric records sessions or visits where the visitor purchased one or more products different from those that they clicked. Visitor interaction types include: - **Direct** - refers to a visitor clicking one or more products and purchasing one or more products that they clicked. - **Click-assisted** - refers to a visitor purchasing one or more products different from those they clicked. - **View-assisted** - refers to a visitor viewing one or more products. - **Unassisted** - refers to a visitor not viewing and not clicking a product but converting. The following describes the metrics and KPIs in this report: **Direct conversion rate (CVR)** - the number of direct converted visits divided by the number of visits. **Click-assisted conversion rate (CVR)** - the ratio of click-assisted converted visits and the total number of visits. **Click through rate (CTR)** - the number of unique widget clicks divided by the number of unique widget views.